Study On The Development Strategy Of Nanhua Futures Investment Consulting Business

Investment consulting business of futures company launched since June2011,and it marked that China’s futures market had entered a new phase of innovation and development. Nearly two years,Nanhua Futures has made little progress in consulting business practices,not only failed to achieve the revenue targets, but also a large gap between the advanced level with the industry and the optimistic expectations before the launch, as have in recent years made the rapid development of Futures Company, is still facing tremendous pressure of competition in innovation business after the introduction.It is in such a background, the author from the advisory businessworkers’ point of view, research on the development of Nanhua futures investment consulting business strategy.The significance of developing the investment advisory business, as one of the first business innovation,development consulting business is conducive to business model innovation, expand the source of income and the Futures Company as the core competitive means to improve customer loyalty. The research framework is divided into three parts, namely the domestic and foreign works on learning, consulting business is difficult to carry out analysis of the causes and on the basis of the MBA theory put forward the development strategy. Subject to theat titude theory as the main analysis theory, and the use of core competitiveness, market segmentation, customer perceived value, pricing theory in the study, using qualitative analysis method (management personnel judgment), a study of information research methods and practical reflection etc.. Through customer surveys analysis, Nanhua futures investment consulting business customer negative attitude on consulting business existence, leading to not accept consulting business, not willing to pay for behavior, and this negative attitude and behavior seriously affect the investment advisory business,weakened against the company competition ability, promote the innovation of business confidence and the company the overall development of an adverse impact. Reasons for the formation of negative attitudes mainly has three aspects,one is the cognitive deviation existed customer advisory business, including the consulting business practitioners,consulting products and services, product pricing and free information; two is the investment advisory business had emotional conflict; three of the investment advisory business conservative behavior. Research thinks, the development of Nanhua futures investment consulting business strategy can be taken from three aspects, one is the change of cognition, including the establishment of avariety of leader system, establish and improve team service mode, determine the main direction of strengthening the advisory business, product and service design, rationally determine the consulting product price and enhancing consultation marketing work; two is to change the emotion components, including strengthening the brand building, enhance customer confidence.stimulate customer responsibility consciousness of advisory service, the pursuit of financial freedom, standard marketing service, let the customer feel respected, in novation transfer mode, improve customer consumption experience and improve the product mix, improve customer satisfaction; the three is to change the behavior of components, including the implementation of the"Shanshui integration" plan, vigorously carry out the free trial and intensive roadshow etc.. The development strategy of establishment of varieties of leaders, and consulting business revenue linked with customer’s transaction is novel.